News

Così taps PunchTab to build customer loyalty

August 23, 2013

Così Inc. has partnered with PunchTab to design a "Win a Lunch For Two" sweepstakes for customers to play via mobile devices. By embedding modern social loyalty techniques into its marketing campaigns, Così has increased awareness for the national brand and created value for its entire system of franchise and company-owned locations, said Angela Sanfilippo, CMO at PunchTab.

"This new campaign is further evidence of the trend towards leveraging omnichannel engagement programs that are relevant to today's social, mobile consumer," she said. "Consumers are on multiple channels, all the time and often from a mobile device. To break through the noise, brands need to meet them where they interact, with the right kind of offers and programs that can impact their purchase behavior."

Historically, restaurant loyalty programs reward purchase only, missing out on opportunities to incentivize social sharing and campaign amplification that drive positive recommendations and in-store traffic. Cosi is solving that problem by rewarding users for their social actions, offering their most loyal fans coupons to share with friends. Restaurant chains have always relied heavily on word-of-mouth and traditional advertising, and modern loyalty and new engagement technology provides an ideal way to incentivize and reward sharing, Sanfilippo said.

The program allows loyal fans to share the giveaway and other special offers, through email, on Twitter, Facebook, Pinterest and via mobile check-ins. They just enter an email address to start earning entries to win one of several prizes.

"By using PunchTab, we are able to let our customers share two different in-store discount offers with their friends on social networks — while they earn entries to win a grand prize giveaway. They get to be the 'hero,' and save some money themselves, as well," said Marc Lapides, Così director of marketing. "Social media continues to be a great communication vehicle for Così. We wanted a platform like PunchTab to help Così foster greater conversation within social channels and rapidly grow the ranks of that community."

Read more about marketing.